CCUS Explainer Video
Creative Direction | Art Direction | Animation
As part of its sustainability efforts, the American Cement Association (formerly PCA) needed to explain the role of Carbon Capture, Utilization and Storage (CCUS) in reducing emissions from cement production. We proposed an explainer video that introduced the technology, outlined barriers to implementation, and demonstrated why collaboration across industry, policymakers, and the public matters.
CCUS is a technical subject with implications that extend beyond the technology itself. PCA needed audiences to understand both how carbon capture works and what would enable its adoption—from funding and infrastructure to permitting and regulatory support.
The creative challenge was to make these processes approachable while connecting the science to a clear case for collective action.
The narrative was built around familiar experiences, using everyday metaphors to explain unfamiliar processes. Handwashing introduced solvent-based capture, a sponge illustrated sorbents, and a screen door provided a way to visualize molecular separation.
I developed a minimalist, flat illustration approach to make cement production and CCUS easier to understand. Custom graphics, simple shapes, and muted backgrounds brought clarity to complex processes, while ACA’s brand colors emphasized key information.
Character animation added warmth and connected the science to everyday experiences, bringing the video’s metaphors to life through purposeful motion.
